The relationship of sociodemographic factors with (dis)satisfaction and future behavioural intentions in creative tourism

Abstract

Tourist (dis)satisfaction and future behavioural intentions are relevant areas in tourism marketing and in the promotion of tourism activities at destinations. The sociodemographic factors of stakeholders involved in tourism in general, and creative tourism in particular, are related to tourist (dis)satisfaction and future behavioural intentions in various ways. Given the limited focus on analysing the relationship of sociodemographic factors with (dis)satisfaction and future behavioural intentions, among residents and visitors in the context of creative tourism, this study addresses this gap. To this end, a quantitative methodology was developed, involving questionnaire surveys directed at residents and creative visitors of Barcelos and Óbidos, cities recognised as UNESCO Creative Cities. In total, 674 questionnaires were validated (408 from residents and 266 from creative visitors in Barcelos and Óbidos). No significant relationship was found between the sociodemographic factors, of both residents and creative visitors, and creative tourist (dis)satisfaction. However, data analysis reveals a significant association between the sociodemographic factors, of both residents and creative visitors, and their future behavioural intentions (e.g., recommending and/or revisiting).